Download Advertising in Video Games: Understanding Advergaming and Its Techniques - Prof. Bonnie S. and more Study notes Principles of Marketing in PDF only on Docsity! Advergaming Brand placements in video games Advertising Nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform Advertising Appeal The central idea or theme of an advertising message Advertising Campaign A coordinated, comprehensive plan that carries out promotion objectices and results in a series of advertisements placed in media over a period of time Advertising exposure The degree to which the target market will see an advertising message placed in a specific vehicle Advocacy advertising A type of public service advertising provided by an organization that is seeking to influence public opinion on an issue because it has some stake in the outcome Aided recall A research technique that uses clues to prompt answers from people about advertisements they might have seen Aperture The best place and time to reach a person in the target market group Attitudinal measures A research technique that probes a consumer’s beliefs or feelings about a product before and after being exposed to messages about it Banners Internet advertising in the form of rectangular graphics at the top or bottom of Web pgs Buttons Small banner-type advertisements that can be placed anywhere on a web page Case allowance A discount to the retailer or wholesaler based on the volume of product ordered Copy Testing A marketing research method that seeks to measure the effectiveness of ads by determining whether consumers are receiving, comprehending, and responding to the ad according to plan Cost per thousand (CPM) A measure used to compare relative cost effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1,000 people or homes Creative strategy The process that turns a concept into an advertisement Cross-promotion Two or more goods or services combine forces to create interest using a single promotional tool Frequency The average number of times a person in the target group will be exposed to the message Frequency programs Consumer sales promotion programs that offer a discount or free product for multiple purchases overt time Full-service agency An agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages Gross rating points A measure used for comparing the effectiveness of different media vehicles: average reach x frequency Impressions The number of people who will be exposed to a message placed in one or more media vehicles Institutional advertising An advertising message that promotes the activities, personality, or point of view of an organization or company Limited-service advertising An agency that provides one or more specialized services, such as media buying or creative development Media planning The process of developing media objectives, strategies, and tactics for use in an advertising campaign Media schedule The plan that specifies the exact media to use and when to use it Merchandising allowance Reimburses the retailer for instore support of the product Out-of-home media A communication medium that reaches people in public places Permission marketing E-mail advertising in which online consumers have the opportunity to accept or refuse the unsolicited e-mail Place-based media Advertising media that transmit messages in public places, such as doctors’ offices and airports, where certain types of people congregate
